January 5, 2021

Pattern Helps an Australian Outdoor Brand Increase Sales by 250%

By Clarissa Peters / Brand Growth, Customer Success

Welcome to our blog series called, “Why Brands Work With Pattern.” Each week we discuss why the top brands in ecommerce turn to Pattern to drive global, profitable growth and control.

This week we are highlighting a leading outdoor brand in Australia & New Zealand who with Pattern's team of ecommerce experts, increased their sales by 250%.

See what we accomplished together below and download the case study PDF here.

Why they worked with Pattern: Brand’s Tmall storefront was facing closure, Needed a benchmarking standard

This leading outdoor brand in Australia & New Zealand was invited by Tmall Global to open a store in late 2017. By Sept. 2018, the Tmall store faced closure due to its low sales and Tmall seller score. It was hard for the brand’s internal team to benchmark how its local Chinese trade partner was performing against expectations.

What we accomplished together:

Pattern developed a 3 part strategy:

  1. Auditing the existing operation
  2. Recommending quick wins to drive operational efficiency and performance
  3. Carrying out the operational turnaround plan

This strategy would allow Pattern to audit its Tmall operation and Chinese marketplace trading partner to provide advice on best practices.

3 strategic pillars that helped them grow

1. Auditing the existing operation

To create an initial benchmark for brands that are struggling to know how to compare themselves to their competition on marketplaces, Pattern put together a marketplace scorecard. In this case, Pattern examined the outdoor brand and compared it to Patten’s Tmall scorecard so that the brand could have an idea of where they were lacking compared to other brands selling on Tmall.

2. Recommending quick wins to drive operational efficiency and performance

After performing an audit on the outdoor brand, Pattern quickly found ways that the brand could optimize its performance. Pattern first laid out problems that could be fixed quickly regarding operational efficiency and performance, so that the brand would avoid being shut down on Tmall.

3. Carrying out the operational turnaround plan

After offering these suggestions to the brand, the brand engaged Pattern as its new Tmall trading partner, including carrying out the operational turnaround plan and managing its Tmall search and display marketing.

Results

ANZ Outdoor Brand Results

After working with Pattern, the outdoor brand saw a sales increase of 250% in the first month. The click through rates on display ad created by Pattern increased by more than 50%. Since Pattern focused on the quick wins, Alibaba invited the brand to extend its store contract for another year and their Tmall seller rating improved compared to its peers’ scores. The click through rates on display ad created by Pattern increased by more than 50%.

One team

After developing a strategy centered around these 3 pillars: auditing the existing operation, recommending quick wins to drive operational efficiency and performance, and carrying out the operational turnaround plan, Pattern helped the outdoor brand increase sales by 250%.

Working together in an aligned fashion with the outdoor brands’ team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.

Download the one page case study here.

If you are facing similar ecommerce challenges, Pattern can help. Our global platform and services don’t cost you anything—that’s right, $0 out of your pocket.

Schedule a demonstration of the Pattern platform and services here to learn more.

More Resources
Amazon MPS Benchmark: Top Consumer Tech Brands 2021
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